Video Premiere: Fruition - 'Let’s Take It Too Far'

When opbmusic last caught up with Fruition in 2016, the band was just starting to take off after a decade of tenacious gigging. From busking in downtown Portland to headlining large venues like Crystal Ballroom, the roots rock band had done virtually everything they could to reach their rabid and growing fanbase.

Slow and steady seemed to be the mantra for the ever-accessible group of musicians. That is, until earlier this year, when some fuel got thrown on the fire in the form of an opening slot for Jack Johnson which resulted in the band playing some of the biggest venues of their careers.

During that string of five dates (which included a surprise performance along with Johnson at the New Orleans Jazz Festival), Fruition documented their time on the road and has released the footage as part of a music video for the song “Let’s Take It Too Far.” The track comes from the band’s most recent album, “Watching It All Fall Apart,” which was recorded and produced in Portland by Tucker Martine (My Morning Jacket, Laura Veirs, The Decemberists).

Fruition will appear twice at Northwest String Summit in North Plains, Oregon (July 19-22). The band plays on Saturday, July 21, at the Main Stage at 5:30 p.m. and on Sunday, July 22 at the Kinfolk Revival Stage at 10 p.m.